The Impact Of Online Reviews Of Hotel Reservation Platforms On Consumer Decision-Making

The online hotel booking industry is experiencing innovative changes after entering the Internet era.Compared with the traditional information media,the Internet has stronger communication ability,wider scope and more audience.Focusing on the core issue of the impact of online reviews on Hotel consumers' decision-making,this paper studies the purchase intention,purchase decision-making and post-purchase recommendation behavior of hotel consumers in the process of decision-making.Firstly,this paper constructs a model based on the psychological distance of the hotel consumer purchase intention,combined with the experience geographical location of the online hotel products and price adjustment factor,and studies the process and influencing factors of the purchase intention of the hotel consumers before purchase,and then analyzes the influence of different types of online reviews on the purchase intention of hotel consumers in different consumption situations.Through the empirical analysis,we found that,in the scenarios of long term later,far social distance or far space distance,online reviews of emotional type would be more significant in consumer purchase intention,and on the other hand,online reviews of rational type affect more significantly.Furthermore,when the hotel conducts a price reduction promotion,online reviews of rational type have a more significant effect on improving the purchasing intention of the consumers whose psychological distance is closer.Secondly,this paper constructs a model of online reviews' impact on Hotel consumers' purchase decisions From the perspective of consumer utility,combined with the characteristics of consumers in the game process between the hotel and the hotel reservation in the process of enterprise,and analyzes the utility of hotel consumers in hotel product reservation,and simulated by way of big data,in order to analyze the influence of online reviews on consumer purchasing decision when the hotel prices reduce.Research shows that when the hotel reduces price,the overall score has a positive impact on the hotel consumer purchase decision,and the effect is significant,and the number of comments has a positive impact on the hotel consumer purchase decision,but compared to the overall score,the role is not significant.Thirdly,combined with the property,experience of hotel products and the characteristics of hotel consumers at different price levels,the impact model of hotel consumer recommendation decision-making based on the difference of attribute score is constructed to study the process of hotel consumers' perception of hotel quality and recommendation behavior after the end of their stay experience.The research shows that the attribute difference of economic hotels has a significant positive effect on the user recommendation rate.The overall score positively regulates the relationship between the two,and the number of comments negatively regulates the relationship between the two.The hygiene conditions and service quality in the attribute score of economic hotels have a greater impact on the user recommendation rate than the other two attributes.The attribute difference of luxury hotels has a greater impact on the user recommendation rate.The recommendation rate has a significant negative impact.The overall score positively regulates the relationship between the two,and the number of comments negatively regulates the relationship between the two.Finally,based on the previous research,this paper reaches the conclusion,and puts forward some suggestions to help managers of hotel and online booking platform make better use of online reviews,and promotes the development of e-commerce in hotels.